Repositioning FSS as AI-first — and launching a new product to prove it

FSS had a perception problem. Despite being a 34-year-old payments technology leader with enterprise clients across 26 countries, it was still seen as a legacy vendor. The market was moving toward AI-first platforms, and FSS needed a credible way to reposition — not just in messaging, but in product reality. The question was: where do we introduce AI first, and how do we make the market believe it?

Through primary research (customer conversations, sales team interviews) and secondary research (competitor analysis, industry reports), I mapped the full customer journey to find where AI would have the highest perceived and actual value. Reconciliation emerged as the clearest entry point — every bank needs it, and chargeback processing within recon was the single most painful, manual, error-prone workflow.

I led the repositioning of FSS's flagship recon product from "Smart Reconciliation" to "Recon AI" — a rename that wasn't cosmetic but anchored in a real AI capability. I crafted the GTM narrative around one clear message: AI doesn't just speed up reconciliation, it eliminates the manual work entirely.

• Launched at FSS's flagship annual event Simply Payments Dubai as the primary launch moment, then followed up at Simply Payments Mumbai
• Produced a product explainer video with an internal SME walking through the Chargeback AI engine
• Created a chargeback infographic — educational content to build category awareness before the product launch
• Wrote and designed the Recon AI product brochure — one-pager embedded in the full product suite
• Built sales collateral and one-pagers for the sales team
• Ran LinkedIn organic campaigns with carousel posts, video content, and thought leadership
• Ran a paid LinkedIn campaign targeting banking decision-makers in the Middle East